M&C Saatchi to launch digital agency in China

Leading advertising network M&C Saatchi is expanding its Chinese
operations by opening an office in Beijing and launching a digital agency in
the country.

By Morwenna Coniam

7:55PM BST 03 May 2009

The agency said it hopes to capitalise on the opportunities for growth that China's economic expansion will bring, as well as strengthening its brand in the region.

M&C Saatchi is launching the digital agency, called M&C Saatchi-i, from its existing office in Shanghai and from the new office in Beijing.

Moray McLennan, global chief executive of M&C Saatchi Worldwide, said: "It is a strategic decision. China is going to be a major part of our strategy going forward as a global network.

"There are two dimensions: the domestic marketplace and exporting Chinese brands to the world. There is a massive domestic market and many brands will become very successful.

"From a marketing and communications point of view, they can use the skills of a company like ours. We are spending billions of pounds developing products which will compete in a global market."

He added that digital communications would be particularly important in China, where the internet population is now more than 300m.

M&C Saatchi-i will be led by He Chang, a Chinese digital professional who has previously at Baidu.com and Qunar.com. Other staff will be drawn from people the agency has worked with in China.

The digital agency has already had assignments confirmed from Uni-President, Baidu and Mercedes-Benz, all of which are new clients.

Mr McLennan said: "It's important to have people who really know and understand the market out there. We have the best people we have met there.

"We have focused on local Chinese business, rather than bringing UK business to China. A lot of people struggle in China because they are servicing Western brands. Our strategy is different, first and foremost because we are focusing on local clients."